Generating high-quality leads has never been so important for B2B organizations — and the way we do it is evolving. Our lead generation experts have pulled together 15 tips for executing
the most effective lead generation strategies ahead of 2021. Use these ideas to fuel your plan and future-proof your new business strategy.
Look back on 2020
Start by reflecting on what worked for your business in 2020 — and, most importantly, what didn’t. It’s been a year of uncertainty, with lots of changes in the B2B world — and to always be improving in the future, we need to learn from marketing activity of the
Stop relying on events for lead generation
Networking events have been a reliable source of new business leads for as long as every marketer can remember. The past few months have showcased that
this won’t always be possible — and ensuring you have a plan B that caters to a digital-first and remote working audience is vital.
Put your website at the center of your strategy
For too long, B2B marketers have ignored the power of their websites. In 2021, your
business website is the B2B equivalent of the high-street shop window. So, yours needs to be a central-focus of your strategy — an hub of engaging content that keeps your visitors coming back for more.
You have access to a world of data — use it!
To generate the best leads, you need to know exactly who your audience is and what they best respond to. From your existing customers and your website
analytics, to your one-time website visitors and your digital marketing campaign results — you have a bounty of vital data at your fingertips.
Up the ante on your digital outbound marketing
Outbound marketing tactics work quietly in the background of your online strategy to build brand awareness and drive traffic
to your website. While we should always focus on quality leads over quantity, a well-executed and well-researched outbound marketing strategy can work wonders when it comes to converting your website leads.
Get savvy on social media
Social media can introduce you to thousands of new leads — so make your presence count. Boost engagement with stories and live videos; build relationships
through influencer, affiliate and partner marketing campaigns; experiment with social selling and employee advocacy — and capitalize on this engagement by
directing every post back to your website.
The power of personalization
With great data comes great responsibility — so if you know what your audiences want, you need to be personalizing your
marketing output to meet their specific needs. Start by personalizing landing pages and URLS; segment your audience by industry, and embrace personalization software to deliver bespoke experiences at scale.
Track your website performance and visitor behavior with analytics
If you’re not already using a website analytics tool, you could be missing out on hordes of opportunities to improve your site and engage your visitors. Analytics will help you see where your
website needs enhancing, show you your best-performing pages, highlight your top referer channels and more.
Optimize your site for conversions
Using your analytics, implement a conversion-rate optimization (CRO) strategy that encourages each and every website visitor to convert. From the way your site looks and where you
place your calls-to-action, to the colors you use and the length of your forms, every element plays a crucial role in converting traffic.
Recognize the changing world of SEO
To generate leads in 2021, you must first optimize your website to meet the online search needs of B2B buyers. SEO has changed — from an
increase in voice, visual and mobile search, to the growing demand for SERP Position Zero, there’s a lot to consider. Don’t get left behind!
Always automate where possible
To prepare your B2B lead generation plan for all eventualities, automation software is the way forward. Whether you’re looking to
eliminate the need for manual input, save time, speed up or enhance your existing processes, personalize your communications, or amplify your lead generation marketing results, there’s an automation solution for your business.
Interactive content: the ultimate lead magnet
Static content will soon be a thing of the past — with the demand for interactivity at an all-time high. Interactive content is a great way to generate new
business leads, especially if your website or product can’t offer on-site purchases. Increase engagement with surveys, quizzes, tool kits and more.
Implement a ‘real-time’ response culture
B2B buyers are consumers in their personal lives — and consumers demand immediacy. We’re used to instant responses from chatbots; we expect hyperfast
replies, next day delivery and real-time updates. Your follow-up approach to leads needs to cater to this — and a company-wide culture of immediacy is the only sure-fire way.
Go ‘video-first’ to meet the needs of new B2B buyers
From short-form social media videos to interactive webinars, it’s no secret the video marketing has been a huge part of 2020. Try gating longer-form, engaging video
content to generate leads and vital contact information, while enticing viewers with quick-fire trailers, animated visuals or gifs, and video snippets on social media.
Discover Lead Forensics
With lead generation technology working seamlessly across your website, you’ll transform every website visitor into a lead on arrival. Lead Forensics, for example, helps you maximize the return from your lead generation, eliminating the need for on-site conversions and enriching your
outreach with the most accurate contact and firmographic data.
Lead Forensics is intelligent B2B lead generation software that reveals the identity of your previously anonymous website visitors to instantly generate business leads. It works by utilizing intelligent reverse website visitor tracking technology and
a global leading database of business IP addresses to track your website visitors, reveal their identity and notify you in real-time. Users are provided with the business name, contact details of key decision-makers and detailed website analytics.
This way, you have everything you need to reach out to the right person, with the right information, at just the right time. Book your Lead Forensics demonstration today!